Nexus Events

The brief

Nexus Events came to Ignite before it had a mark of its own. The company had a name and a first flagship event on the calendar, and nothing to put on the gate. So the work ran in one direction: build the company a mark it could stand behind, then use that mark to win and dress its events. The brand system had to survive contact with a real site before anyone would call it finished.

Client

Nexus Events for Entertainment, Saudi Arabia

Role

Brand and creative lead

Events

Souq 7 Anniversary, and Jalsa

A mark that had to read at 8 metres and at 8 pixels

An events company gets judged twice, once on a pitch deck at desk distance and once on a fabricated gate at the end of a car park. The Nexus mark is a burst, a firework opening into a fan of coloured rays, drawn so the silhouette survives both.

The rays carry the colour, so the logo never depends on a single hue and never fights the venue lighting it sits in. White on the night renders, full colour on the deck. The wordmark sits underneath in caps with wide tracking, with the descriptor holding the base line so the lockup keeps its footprint whatever language it runs in.

Souq 7 Anniversary, given its own face

The Souq 7 mark is a set of overlapping coloured quadrilaterals, like flags or shopping bags caught mid fall. The anniversary needed to feel like the souq throwing itself a party, not like a second brand parked on top of it.

I took the quadrilaterals out of the mark and scattered them across the layouts as confetti, cropped at the edges of every frame. The palette comes straight from the logo, orange, magenta, lime, teal and violet, on a pale rose to lilac wash that reads as daylight and keeps the colour from turning circus. Photography sits inside the same angular shapes, so even the imagery is cut from the logo.

Designing the site before it existed

Selling an outdoor event means selling something nobody can walk through yet. So the identity work turned into site work. I built the anniversary as a set of named zones and rendered each one at night, at eye level, with people in it. Each zone got a gate, a colour and a name in both languages, which is what makes a car park read as a destination. The renders were not decoration in the deck. They were the argument.

The document that sold it, and the content that filled it

The anniversary deck runs the full length of the event: introduction, overview, zone by zone, programming, then the visitor journey mapped in six stages from the gate to the walk back to the car. Every spread carries the partnership lockup at the top, so the reader never loses track of who is proposing what.

Alongside it I wrote and designed the social run. Arabic first copy, one idea per post, each one hanging off a physical detail of the event rather than a generic invitation. The booth shaped like a numeral 7. The gates between zones. The rooms that reveal a secret. Posts people can picture before they arrive.

Jalsa, the same system in a different key

Jalsa is a Ramadan event, and Ramadan does not take confetti. The second identity keeps the method and throws out the palette: a midnight ground, a single warm gold, a hand drawn Arabic wordmark set inside a scalloped arch, and one long lantern lit lane running to the horizon behind everything. Twenty five nights, nine at night to three in the morning, built around an entertainment quarter, a food quarter, a shopping quarter, an interactive quarter and a photography quarter. Same structure as the anniversary. Completely different room.

These are targets set in the event proposal, not post event results.

Selected work

The company and event lockups, the anniversary key visuals, the zone renders at night, and the proposal spreads that carried them.